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Rula is transforming mental healthcare access by bridging quality care and insurance coverage. As Director of Organic Growth, you will lead the organic channels strategy—the primary gateway to Rula's ecosystem—reporting to the Head of Brand & Integrated Marketing and serving on the Brand Leadership Team.
You will architect a multi-year vision and roadmap across organic search, Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO), translating this into measurable revenue impact. The role demands navigating a paradigm shift from legacy SEO to AI-mediated discovery (LLMs, AI Overviews, conversational search), positioning Rula as a market leader in this emerging era across both consumer (patient) and provider segments.
Strategic responsibilities include: stewarding full-funnel organic strategy with site architecture innovation, enterprise-grade structured data, and dominant share-of-voice in zero-click environments; overseeing an always-on CRO framework to maximize patient acquisition and clinical outcomes; acting as a strategic peer alongside Engineering, Product, and Design to identify technical investments improving discoverability and conversion; orchestrating alignment across PR, Lifecycle, Clinical, and Compliance teams to ensure growth mechanisms are technically robust, clinically authoritative, and compliant with HIPAA, WCAG, and healthcare regulations.
You will build, mentor, and scale a high-performing organic growth team alongside an elite agency network. You hold direct P&L accountability for growth forecasting, capital allocation, and ROI—tracking metrics from AI answer-engine market share to CAC, LTV, and net revenue contribution. You will distill complex performance data into executive narratives shaping C-suite decision-making and company-wide investments.
Required: 10+ years in organic search/SEO with progressively senior ownership and measurable business outcomes; 5+ years of people leadership building and growing teams; 8+ years of deep, experimentation-grounded expertise in technical SEO and AI-native discovery (AEO) plus proven CRO proficiency driving measurable conversion and revenue; comfort in rapidly evolving landscapes where best practices are emerging; experience leveraging automation and AI to scale content creation while maintaining quality; proven GTM strategy building around organic channels with strong business case development; strong technical fluency in site architecture, structured data, and Core Web Vitals enabling peer-level partnerships with Engineering and Product; experience evaluating and selecting SEO/AEO/CRO tooling at scale.
Preferred: AEO measurement approach built from ground up; familiarity with modern web technologies (JavaScript rendering, CMS architectures, APIs, schema markup, server-side rendering, edge rendering, CDN strategies); visible point of view in SEO/AEO/CRO space through speaking, writing, or community involvement; category experience in high-consideration, emotionally sensitive, or healthcare/digital health sectors.
